| Summary: | 碩士 === 國立臺灣大學 === 農業經濟學研究所 === 103 === The Farmers’ Association is one of the most important farmers’ organizations in Taiwan and is also a multi-functional, multi-objective, integrated chain of complementary business unit. The credit business of the Farmers’ Association established in 1964 gradually grows under policy protection. Also, due to implementation of the “farmlands own by farmers” system, farmers’ transactions with the Farmers’ Association have increased and the percentage of self-operated business has increased year by year. Ever since then, the credit business is particularly thriving. However, since the Government relaxed the establishment restrictions of banks in 1989, the Farmers’ Association has faced unprecedented competition pressures and the business direction of the credit department of the Farmers’ Association needed to be considered more comprehensively. For the credit department of the Farmers’ Association, the service quality is the main difference and the most important feature. By improving the service quality, customer satisfaction will be increased as a result. As there is short of researches on the credit department of the Farmers’ Association in Taiwan, this study focuses on the service quality and customer relationships of the credit department of urban type Farmers'' Association based on the cases of the credit department of Xinzhuang District Farmers’ Association so as to provide with more research results on credit department of the Farmers’ Association.
This study uses SERVQUAL Model developed by (Parasuraman et al. 1985), utilizes the SERVQUAL(Service Quality) Chart developed by the same in 1988 and designed questionnaires based on five factors - tangibles, reliability, responsiveness, assurance and empathy. The research adopted convenience sampling and has collected 300 valid questionnaires.
As for the research on the relationships between service quality, customer satisfaction and loyalty, it is found that expected services have positive impact on customer satisfaction but have no significant impact on customer loyalty while perceived services have positive impact on both customer satisfaction and customer loyalty. According to the research, it is advised that the credit department of Xinzhuang District Farmers’ Association may increase customer satisfaction by improving service quality so as to gain customer loyalty in order to enhance the profits of that credit department and market share and maintain its growth rate. The customers will then have a higher degree of satisfaction and loyalty.
|
|---|
